• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    HCPA Builds Key Alliances In & Out of Washington

    NYSCC Suppliers’ Day Is Back on Schedule

    Salon Consumers Seek Wellness, Skincare Benefits in Professional Haircare

    Sustainability Continues To Shape Beauty, Home & Personal Care Packaging

    The Power of Neem in Personal Care Formulas
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    Spate’s Nose for the Latest Beauty Trends Says The Skunk Stripe, Collagen Serum and Waterproof Eyeshadow are Top of Mind for Consumers this Summer

    A Suitor Emerges for Revlon, SK Capital’s New Dealmaker & P&G’s Indoor Air Quality Efforts

    Wonder Curl Wins GlossWire's GlossPitch Competition

    Anti-aging Skincare Brand Vitabrid C12 Launches Bestsellers on Amazon

    Botanical Embedded Candles Can Be Fire Hazard, Says National Candle Association
    Blog
    Online Exclusives
    Glossary
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    3. Henkel

    24. Jafra Cosmetics

    Yanbal

    16. Young Living

    Guthy-Renker
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    A Suitor Emerges for Revlon, SK Capital’s New Dealmaker & P&G’s Indoor Air Quality Efforts

    Wonder Curl Wins GlossWire's GlossPitch Competition

    Botanical Embedded Candles Can Be Fire Hazard, Says National Candle Association

    McKinsey Identifies the Gaps in Black Beauty

    Arxada Disinfectants Are Effective Against the Monkeypox Virus
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    A Suitor Emerges for Revlon, SK Capital’s New Dealmaker & P&G’s Indoor Air Quality Efforts

    Wonder Curl Wins GlossWire's GlossPitch Competition

    Anti-aging Skincare Brand Vitabrid C12 Launches Bestsellers on Amazon

    Botanical Embedded Candles Can Be Fire Hazard, Says National Candle Association

    Caire Beauty to Celebrate Menopause Empowerment Day
    Lab Equipment
    Mixing
    Packaging
    Testing

    Labskin's Microbiome-Friendly+ Seal of Approval Available in the US

    Sustainability Continues To Shape Beauty, Home & Personal Care Packaging

    Technology Cuts Plastic Decomposition from 500 Years to Three Months

    Aerosol Recycling Initiative Launched by HCPA

    Goodnest Delivers New Options for Sustainable Baby Care Needs
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    cosmopak usa

    Acme-Hardesty

    Vantage Personal Care™

    LipoTrue Inc.

    BotanicalsPlus
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Glossary
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Podcasts
    • Videos
    • Infographics
    • eBook
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    News From Latin America

    A Colorful Future for Brazil And the Rest of Latin America

    ...

    Related CONTENT
    • Mary Kay Patents Treatment For Inflamed Skin
    • Green & Sustainable Beauty Gains a Following in Europe
    • 13. Boticario
    • Mary Kay Celebrates Anniversary of Pink Cadillac
    • Treatment For Inflamed Skin
    Daniela Ferreira, Correspondent05.01.19
    From lipsticks and nail enamel to eye shadow and foundation, sales of color cosmetics in Latin America increased at a faster pace than global market between 2012 and 2017. According to Euromonitor, the category grew 42.9% in retail value in the region compared to 34.8% globally. The gains were less pronounced in Brazil, where sales rose 21.8% during the period. However, forecasters predict good prospects for color sales in Brazil through 2022, where it will grow 26.4% compared to 20.6% globally and 19.4% in Latin America. These forecasts suggest plenty of opportunities in the region for beauty brands.

    Brazil is the No. 5 market for color cosmetics in the world, trailing the US, Japan, China and UK. Of course, it ranks No. 1 in Latin America, followed by Mexico and Argentina. According to Euromonitor International, Maybelline (L´Oréal), Mary Kay, Natura, Avon Color Trend and Risqué, a Brazilian nail polish brand that belongs to Coty, are the leading color cosmetics brands in Latin America. Many of these brands appear in the Brazilian rankings too, but Euromonitor ranks the top five as: Risqué, Maybelline, Avon Color Trend, Make B (O Boticário) and Avon True.

    According to Segmenta, a Mexican market research company, prestige brands can be found in the hygiene, perfumery and cosmetics market in Brazil, which is dominated by mass brands. Of course, color cosmetics are a major category for the direct sales channel in Latin America; the exception is Mexico, where color cosmetics sales are consolidated in the premium market. That may be due, in part, to the maturity of the market.

    Brazilians have the same rationale whether they’re buying cosmetics or clothing or cassava. They demand the best cost-benefit ratio. In fact, according to research conducted by Kantar, when buying makeup products, 39% of women consider the price/quality ratio. It is a consideration that’s ahead of brand recognition (26%), hypoallergenic claims (25%) and fragrance (18%).

    Popularity Contest
    Brazilians are known for focusing on lip products when choosing color cosmetics, so it is no surprise that it ranks second in sales in the overall color cosmetics category, trailing only nail color. Eye makeup usage is rising, but it has a way to go to catch nail products. According to data published by Mintel nearly a year ago, 79% of women used nail polish in the last 12 months, followed by lipstick/lipgloss (78%), masks (61%), foundation (60%) and eyeliner (57%).

    Colorama, a nail polish brand owned by L’Oréal, launched a color collection featuring the most popular shades throughout its 70-year history. Called Grandes Sucessos (Great Successes), it invites consumers to remember moments and recreate them with the most desired nail polish shades from each era. The brand relied on social media polls to select the six shades.

    From tips to lips, Vult launched Lip Oil, which is formulated with vitamin-rich jojoba and sunflower oils. According to O Boticario, the brand’s owner, the formula moisturizes and helps minimize the appearance of lip lines. Meanwhile, Natura launched UNA Velvet matte lipsticks, which are said to have a velvety texture while providing 12 hours of maximum pigmentation. Natura says UNA Velvet contains the most pigment of any formula in its makeup portfolio.

    O Boticario interviewed 15,000 consumers and tested more than 200 formulas before launching Make B Explosion Effect. It is said to dramatically increase lash length, boost volume and even make them curlier.Make B Explosion Effect is enriched with special particles that adhere easily without agglomerating or accumulating.

    Quem disse, berenice? (Who said, berenice?) is a makeup brand from Boticario Group. It is said to promote a “volume explosion” through an applicator with more than 400 nylon bristles and fibers, which guarantee double volume in the first layer. The technology also allows for a uniform coat on the lashes.

    In order to offer products that combine technology, innovation and performance, Eudora, another Boticario brand, introduced Eudora Glam makeup. According to the brand, it meets the Brazilian desire for sophistication, glamor and quality. There are 18 products for skin, eyes and lips.

    Peruvian direct sales company Belcorp’s Concentre Line entire makeup line contains Maitake imperial, a mushroom that’s been purported to have rejuvenating properties. The final formulas were more than four years in the making.

    According to Cris Irigon, communication director at Boticário, one of the main makeup products is Make B. Base Beauty Cushion, a liquid sweat-proof foundation, oil free with SPF 40 which provides a dry touch and matte effect. It is stored in a sponge specially developed with unique technology, which absorbs the product and provides a dosed application. In addition, it is refillable.

    Communication Is Key
    But no matter how effective a finished formula is, if its benefits aren’t well communicated, the product will fail to sway consumers. To get women trying and buying, marketers have a variety of strategies. According to Irecê Andrade, marketing manager at Vult, the company’s communication strategy rests on three pillars. The first is social networks: Vult has an Instagram profile with more than 3.3 million followers; a YouTube channel, led by the official makeup artist, Vanessa Rozan, with more than 150,000 subscribers; and a page on Facebook with more than two million people. According to Andrade, they are the central points for interacting with consumers, communicating launches and building the brand. The second pillar calls for building relationships with digital influencers and makeup artists who are fundamental to communicating products benefits and will vouch for product quality. Finally, the third pillar is the creation of partnerships and co-branding. Through a variety of events that link Vult with complementary brands, company execs expect to boost product experimentation.

    Formulation Trends
    According to Segmenta, demand for “fast beauty” is creating new opportunities for indie brands in the makeup and treatment categories. Irrespective of retail channel, there is a growing movement for fast beauty, a term inspired by fast fashion, which refers to adaptability in the creation of products tuned to new trends and also involves agility in the manufacturing and distribution phases.
    This phenomenon allowed some of the new brands to be more competitive, since, unlike big national and multinational brands, they are able to quickly get new, trendy products to market. Another highlight is the recent launches associated with influencers. The products and brands tied to online influencers sell four times faster than average, according to Segmenta.

    What technology is of most interest to color cosmetic consumers? According to Mintel, cushion compact makeup, which makes it easy to apply the right quantity of the product, eyebrow makeup, and liquid nail polish tape are most sought after, followed closely by nail polish pens and face contouring makeup.

    Other factors that encourage consumers to buy or to buy more makeup or nail polish are: appealing color (66%), in-store discount on the product (44%), appealing finishing effect (e.g. matte, metallic) (38%), recommended by family/friends (29%), product being launched by my favorite brand (25%), according to Mintel.


    Daniela Ferreira
    Correspondent
    daniester@circulodabeleza.com.br
    Mobile: 55-11-993880867

    Daniela Ferreira is a marketing and communication professional in both consumer and B2B cosmetic markets. At present she is master´s degree student in fashion program at São Paulo University (USP) with research project about fashion and fragrance and also including works presented at conferences. Her expertise comprises managing and launching products, communication planning and market studies for identifying new business opportunities. She also has a blog about perfume, its interactions and insights for the market (https://olfativo360.com.br/)
    Related Searches
    • innovation
    • coty
    • launches
    • skin
    Suggested For You
    Mary Kay Patents Treatment  For Inflamed Skin Mary Kay Patents Treatment For Inflamed Skin
    Green & Sustainable Beauty Gains a Following in Europe Green & Sustainable Beauty Gains a Following in Europe
    13. Boticario 13. Boticario
    Mary Kay Celebrates Anniversary of Pink Cadillac Mary Kay Celebrates Anniversary of Pink Cadillac
    Treatment For Inflamed Skin Treatment For Inflamed Skin
    Mary Kay Champions Business Excellence, Ethics and Social Responsibility Mary Kay Champions Business Excellence, Ethics and Social Responsibility
    The Future of Beauty at FCE Cosmetique The Future of Beauty at FCE Cosmetique
    Western Europe Is a Global Deo TrendSetter Western Europe Is a Global Deo TrendSetter
    Mary Kay Patents Method  To Reduce Cellulite Appearance Mary Kay Patents Method To Reduce Cellulite Appearance
    A Review of Europe’s Entire Body of Work A Review of Europe’s Entire Body of Work
    Mary Kay Launches Limited-Edition Lipstick Mary Kay Launches Limited-Edition Lipstick
    The Scent of a Woman... Or Is It a Man? The Scent of a Woman... Or Is It a Man?
    The Wipes Market, Africa Region The Wipes Market, Africa Region
    K-Beauty Must Expand Its Reach K-Beauty Must Expand Its Reach
    No Great Barrier to Entry for These Sunscreens No Great Barrier to Entry for These Sunscreens

    Related Content

    • Actives | Skin Care

      Mary Kay Patents Treatment For Inflamed Skin

      ...
      08.02.19

    • Functional Ingredients | Hair Care | Personal Cleansers | Skin Care

      Green & Sustainable Beauty Gains a Following in Europe

      ...
      Imogen Matthews, Consultant 08.02.19

    • 13. Boticario

      13. Boticario

      ...
      08.02.19


    • Color Cosmetics
      Mary Kay Celebrates Anniversary of Pink Cadillac

      Mary Kay Celebrates Anniversary of Pink Cadillac

      Unveils new Mary Kay pink Cadillac XT6.
      07.19.19

    • Actives | Skin Care
      Treatment For Inflamed Skin

      Treatment For Inflamed Skin

      US Patent No. 10,300,009 B2 awarded to Mary Kay.
      07.12.19

      Trending
      • SK Capital Taps Asim Bhatia As New Director, Business Development
      • Reliance Mulls Revlon Acquisition
      • Beautycounter Launches Text Campaign For FDA Safety And Landmark Advancements Act
      • A Suitor Emerges For Revlon, SK Capital’s New Dealmaker & P&G’s Indoor Air Quality Efforts
      • Band-Aid Brand Enters Acne Care With New Blemish Patch
      Breaking News
      • Spate’s Nose for the Latest Beauty Trends Says The Skunk Stripe, Collagen Serum and Waterproof Eyeshadow are Top of Mind for Consumers this Summer
      • A Suitor Emerges for Revlon, SK Capital’s New Dealmaker & P&G’s Indoor Air Quality Efforts
      • Wonder Curl Wins GlossWire's GlossPitch Competition
      • Anti-aging Skincare Brand Vitabrid C12 Launches Bestsellers on Amazon
      • Botanical Embedded Candles Can Be Fire Hazard, Says National Candle Association
      View Breaking News >
      CURRENT ISSUE

      June 2022

      • Skin Care Needs In a Post-Covid World
      • Salon Hair Care Trends
      • Sustainability Shapes Beauty, Home & Personal Care Packages
      • Formulating with Neem in Personal Care Formulas
      • Suppliers' Day Trade Show by Society of Cosmetic Chemists
      • Household and Commercial Products Midyear Meeting Review
      • Household & Personal Care Trade Association Directory 2022

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Florida Food Products Acquires Javo
      Roquette Launches Nutralys Rice Protein
      New IADSA Chair Lauds Explorations of Supplementation in Healthcare Policy
      Coatings World

      Latest Breaking News From Coatings World

      The Southern Society for Coatings Technology's 84th Annual Technical Conference A Success
      PPG to Showcase Specialty Automotive, Aerospace Adhesives, Sealants at Adhesives & Bonding Expo
      PPG’s New Paint for a New Start Initiative to Transform 25-plus Schools Worldwide
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      MPO's Most Read Stories This Week—June 25
      Magnetic Insight Announces $17 Million in Series B Funding
      BreatheSuite Adds Brad Fluegel to its Board
      Contract Pharma

      Latest Breaking News From Contract Pharma

      Pierre Fabre and Lonza Enter Manufacturing Agreement
      MasterControl and Elemental Machines Form Biomanufacturing Partnership
      Qosina Strengthens Aseptic Capabilities
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      Benefit Exec Joins Madison Reed's Board
      Peroni & Ellis Brooklyn Launch Fragrance Collection Inspired by Italian Spritz Cocktails
      Rhode Is Trending for June, Trendalytics Says
      Happi

      Latest Breaking News From Happi

      Spate’s Nose for the Latest Beauty Trends Says The Skunk Stripe, Collagen Serum and Waterproof Eyeshadow are Top of Mind for Consumers this Summer
      A Suitor Emerges for Revlon, SK Capital’s New Dealmaker & P&G’s Indoor Air Quality Efforts
      Wonder Curl Wins GlossWire's GlossPitch Competition
      Ink World

      Latest Breaking News From Ink World

      Weekly Recap: INX’s VC Fund, Screen Industry and Ball Top This Week’s News
      British Coatings Federation Posts Online History
      Orion Announces Price Increases, Reduced Payment Terms
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      PCMC teams with IGT, Fujifilm makes big announcement and more
      Loftware recognized as 'AIDC Company of the Year'
      Schreiner MediPharm highlights sustainability of Needle-Trap technology
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      Weekly Recap: SWM and Neenah Introduce Mativ Inc., Avgol honored for Biotransformation Technology & More
      Tranzonic Names VP of Supply Chain
      Ontex Climate Action Targets Approved by Science-Based Targets Initiative
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      ODT's Most-Read Stories This Week—June 25
      3Spine Inc. Receives IDE Approval for U.S. Pivotal Clinical Trial
      Volume-Based Procurement to Reduce Chinese Orthopedic Market Value
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Weekly Recap: eMagin, Applied Materials, and Schott Top This Week’s Stories
      NREL Names Jennifer Logan to Leadership Team as CFO
      National Grid Renewables Orders 2 GW of First Solar Modules

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login